Advertising Students' Attitudes Towards AI and Their Future in The Nigerian Advertising Industry

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Vol. 2 No. 1 (2026)

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Nwagbara, U. U., Obidozie, C., Okon, D., & Ukeje, P. (2026). Advertising Students’ Attitudes Towards AI and Their Future in The Nigerian Advertising Industry. Social Science Insights and Applications, 2(1), 35-51. https://doi.org/10.65773/ssia.2.1.33

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Authors

Uka Uka Nwagbara*
Faculty of Communication and Media Studies, University of Uyo, Akwa Ibom State, Nigeria
Chioma Martha Obidozie
Faculty of Communication and Media Studies, University of Uyo, Akwa Ibom State, Nigeria
Daramfon Ime Okon
Faculty of Communication and Media Studies, University of Uyo, Akwa Ibom State, Nigeria
Precious Ihunanya Ukeje
Faculty of Communication and Media Studies, University of Uyo, Akwa Ibom State, Nigeria

Abstract

Artificial intelligence (AI) is transforming the global advertising industry, altering creative processes, job roles, and workforce structures. While AI-driven tools such as ChatGPT and DALL-E enhance efficiency and campaign personalisation, concerns about job displacement and the ethical implications of AI-generated content persist. In Nigeria, the digital transformation of advertising is uneven, with small and medium enterprises relying on manual methods while a select few access advanced AI tools. Advertising students, as future industry professionals, are particularly impacted by these changes. Their career aspirations may be shaped by how they perceive AI’s influence on advertising operations, creativity, and job security. This study explores Nigerian advertising students’ attitudes toward AI in campaign development, its effect on job prospects, and whether AI is viewed as an opportunity or a threat. Using qualitative semi-structured interviews with 19 students across different educational levels, the research uncovers four key themes: concerns about job security, perceptions of AI’s benefits and limitations, evolving industry skill demands, and AI’s role in human creativity. Findings reveal a dual perspective—some students fear AI’s impact on entry-level jobs, while others see AI as a tool for innovation and efficiency. Ethical concerns, such as AI-generated misinformation and cultural insensitivity, were also highlighted. The study contributes to debates on AI’s role in advertising, emphasising the need for human-AI collaboration, regulatory oversight, and adaptive skill development. By addressing these concerns, the advertising industry can ensure AI serves as an enhancer rather than a disruptor of human creativity and career opportunities.

Keywords:
artificial intelligence, advertising industry, career perceptions, AI-generated content, job displacement, creativity and automation, Nigerian advertising students, skill evolution

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